I love this article on Kevin Sinfield, a Rugby League legend and the first player from his sport to be nominated for the BBC’s Sports Personality of the Year (SPOTY). It’s a great advert for Rugby League and great advice for aspiring players in all sports. Doing the right thing right – 5 lessons from Kevin […]

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Customer feedback is at the heart of a responsive organisation. These organisations are continuously listening to their customers. Listening to what they have to say, and then evolving their offers in response. But listening is more than just collecting up information about what is being said. It’s also about making sure that customers feel like […]

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We’ve all heard the advice to include photos in social media streams like twitter, and we know that sport is an industry that produces compelling photography every day. But why are twitter photos important? How Team Europe are using Twitter photos The Team Europe Ryder Cup Twitter feed has provided a great example of how […]

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The fundamental marketing decision that each organisation needs to make, is whether their marketing strategy will be to: get people to notice what you want to make (this means seeing the customer from a sales perspective)? or create things that people will notice and talk about (which means seeing the whole organisation from a customer’s perspective)? Customer-centric […]

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“Your mission, should you choose to accept it…” Many people will climb mountains, swim rivers and cut through miles of red tape when they’re “on a mission”. Start-ups usually have a powerful purpose and strategic direction too, whether it’s to right a market wrong, or make the world a better/simpler/fun place. Yet too many established organisations […]

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Making tough choices is part of creating a clear strategy, and for many the toughest of all choices is who will be their target customers. “Everyone is a potential customer” usually follows a passionate explanation about why the organisation doesn’t want to exclude anyone. “Our sport/product/service should be available for everyone to enjoy…” But the trouble […]

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Starbucks and Dunkin Donuts account for 60% of the US coffee market, yet their brands and approach to marketing are very different. While the Dunkin Donuts brand is closely linked to the products, Starbucks has developed a lifestyle product – a customer experience positioned as the ‘3rd place‘ between home and work. How they each […]

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“Customer retention needs to be embedded in the marrow of your organisation”. This is my favourite line from Paul Gravett‘s article entitled ‘trickle or torrent: how successful is your customer retention?’. The article explains how an organisation can (and must) boost its customer retention. While Gravett was writing for the arts sector his message is relevant to other sectors too. […]

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Track & Field Athletics requires focused execution that combines the need to respond in the present while staying laser focused on the end outcome. Get too caught up in the mid-race battles and you’ll have nothing left to win it at the end. Focus only on the end and the race can leave you behind. […]